Image and Reputation….What a Difference A Day Makes

eyetoeyelogoIn the world of Public Relations, image is extremely important. When you take “image” and “reputation” and blend them together, you end up with “credibility.” Consumers carry images in their minds about products and brands. So, it’s important for a company to be clear on the impressions it wants to make to its customers, the benefits it provides and what are its key differentiators. PR can make a difference in this area.

While “image” is planned and crafted, “reputation” comes from the actual experience a consumer has with the brand. Did the product work? Are the service levels and quality impressive? Based on the customer experience, a brand is either provided a positive or negative reputation. That’s why social media has had such a big impact on branding. Actual customer ratings and comments influence the reputation of the brand, product or service in real-time. Social ratings from friends carry even more weight. Our client Wajam knows a thing or two about social recommendations.

golden_oscarsThe Academy Awards reflect positively on the reputation of people in movie industry who are nominated and judged by the Academy, which is made of of actors, writers, directors, designers, cinematographers, film editors, make-up artists, musicians and producers. For months, members of the Academy experience every film first-hand and evaluate their choices. Receiving an Oscar propels an actor’s reputation to the highest levels. While I’m sure every actor hopes to one day receive an Academy Award, only those who actually have their names called know what a difference that day makes. New opportunities open, winners’ pay rates increase and their credibility within their given specialty increases too. Continue reading

Humor, Love & Creativity: Ingredients for the Best Super Bowl Sunday Appetizer

puppy-love-adEvery year, the Super Bowl is the most watched American television broadcast. As a result, the coveted advertising spots have increased in value to an average cost of $4 million for a 30-second spot. Some viewers, who aren’t necessarily football fans, pay attention to the broadcast just to watch the commercials for their creative genius, clever storylines and sense of humor.

Over the past couple decades, Super Bowl commercials have gone from selling a product to becoming the product. Formerly consumers eagerly awaited to view these ads to learn about new products and services, yet since the 21st-century consumer can find out anything he or she needs to know about new products online, most viewers are looking to be dazzled by the entertainment value of the ad rather than the educational value.

That said, it seems that every year, Super Bowl commercials get more and more outrageous. This year, though, commercials were surprisingly subdued and overwhelmingly heartwarming.

One of our collective favorites this year was also one of the most simple. The Doritos commercial was both funny and memorable. It reinforced the brand throughout the 30-second spot while also entertaining. Amazingly, the ad cost only $300 to produce, demonstrating that elaborate graphics and celebrity endorsements don’t necessarily beget the biggest payoff. The photographer of this ad earned $1 million for being selected as the best Super Bowl ad. Continue reading